Clinique / Brand Voice
How to honor over 50 years of heritage while retaining the relevance expected from a multi-billion-dollar global brand? Recast the inspiration of the past—the optimism of skin science—in the voice of today’s woman.
I oversee Copy across a 50-strong internal agency, from 8-10 global campaigns per season, to always-on channels like social media, in-store, and ecommerce. I’ve served as creative director/copy lead on multi-year campaigns with brand ambassador, Emilia Clarke. Led naming across at least two dozen new skincare and makeup product launches. Launched tentpole anti-aging and makeup franchises. All while keeping in mind pharma-level legal intricacies, and translation across every continent except Antartica.
It’s a big job, but somebody has to do it.
EMILIA CLARKE CAMPAIGNS
SMART CAMPAIGN
